Good customer care is the life blood of any business and it is all about meeting the customer’s needs and knowing how to deal effectively with them in all circumstances. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long. The National Customer Care Taskforce (NCCTF) on Friday 22 May held a media breakfast meeting at Laico Hotel. The meeting was basically highlighting on a two year Customer Care campaign planned by the Rwanda Development Board. This campaign comes after a research done on why, how, and ways to improve the poor customer care in Rwanda and is set to start in July 2009. “If the Rwanda Service Sector could capitalise on embracing the culture of providing good customer service the economy would potentially register an additional US$40 million a year by 2012” the NCCTF Chairperson Ms. Claire Akamanzi said. Akamanzi also commended the role the media had played in implementation of this national programme to improve the current customer care situation in Rwanda and especially thanked The New Times for their continuing support in publishing an article on customer care every Monday. On behalf of the National Customer Care Technical Team, Mr. Amin Gafaranga noted that keeping existing customers is easier than finding new ones. “Existing customers make repeat purchases and offer free word of mouth recommendations thus spending less on marketing costs.” He added. This research presented by Institute of Policy Analysis and Research (IPAR) was done prior to the government Kivu retreat. The group collected primary data that looked into customer service and customers’ attitudes and behaviours. Satisfied customers do a lot of advertising for businesses. Most people consider doing business with a certain company because of recommendation by a friend or acquaintance. Dissatisfied customers spread the bad news and undermine the business which ultimately threatens everyone’s jobs. The research also stated that Rwandan consumers exposed to customer service in other countries are much more demanding and more likely to complain about poor customer services. It was also noted that Rwandan consumers seem to lack awareness of the standards of service they have a right to expect. In response to a question on what was in store for the youth and children since all good ethics go to the basic foundation, the chairperson stated that in collaboration with the Ministry of Education (MINEDUC), high school essay competition based on themes surrounding good customer care would be introduced. This will enable the young ones to participate in the campaign and RDB will also learn from them as they will share their ideas in the essays. According to Gafaranga, it is also expected of the board to have a second forum with all the districts Mayors, a customer care handbook is in the process of being published and also in plan is a customer care exhibition as a pre campaign project. The board urged journalists to be free and fair in writing and exposing companies with bad customer services. The media will be expected to play a critical role in changing proprietors and consumers’ minds as far as matters pertaining customer care are concerned. Quoting President Paul Kagame, Ms. Akamanzi stated that “we can no longer accept a culture of mediocrity.” She noted that poor customer service is an existing problem in the country and thanked the government for expressing its commitment to improving the situation by setting up a National Customer Care Steering Committee composed of both the private and public sector. karuthum@gmail.com
